Power Your Business & Your App with APIs and

MarketplacesCooper Marcus

Business Development - Platform, New Relic

Formerly: Co-founder, Wishery

cooper@newrelic.com @coopermarcus

What was Wishery?

What was Wishery?

• Wishery = Gmail Gadget for CRM

• 5 business app integrations

• #1-ranked or Featured in 5 B2B app marketplaces

• 100+ companies sign-up weekly

• 20%+ upgrade to paid

Orientation

• Less:

• Consumer

• Mobile

• Downloaded

• Distinctions are disappearing - eg. Win8 App Store

• More:

• B2B

• Web apps

• SaaS

Terminology

• Publisher = produces an app THAT HAS an API and marketplace

•Developer = produces an app LISTED ON a marketplace

Why?

• Discovery - Be where buyers are shopping

• SEO

• Enhanced conversions to paid

• Co-marketing with marketplace hosts

• Free $ (depending on marketplace)

• The future is now

1.5x to 5x conversion to paid (compared to non-Google Apps

Marketplace installs)

http://googleappsdeveloper.blogspot.com/2011/09/finding-success-on-google-apps.html

http://www.google.com/events/io/2011/sessions.html

1 tweet = 10x traffic to Wishery website

How?1. Scan

2. Deep Dive

3. Engage

4. Prioritize

5. Build

6. Test and Tune

7. Launch

8. Reviews and Ranking

9. Invest

10. Profit!

11. More Profit! (aka Learn - and Repeat)

1. Scan

• Build list of all applicable marketplaces

• See resources link at end

• Seek:

• Minimum initial effort

• Audience appeal

• Addressable market size

2. Deep Dive

• Publisher customer perspective

• Marketplace accessible?

• Promoted by publisher?

• Developer perspective

• Marketing support?

• Developer support?

• API capabilities and quality?

• Terms and conditions

3. Engage

• Contact Publisher

• Seek Publisher feedback on app and/or integration plans

• Publisher’s Product Manager may have valuable insights

• Solicit commitments

• Co-marketing

• Free $?

4. Prioritize

• Rank Publishers - and re-rank

• Start at the top

• Parallel tracks?

5. Build

• Minimum Viable Product (that isn’t lame)

• New to APIs and integrations?

• First time is tougher

• OAuth and SSO

• Runscope.com

• Runnable.com

6. Test and Tune

• Closed or Open beta?

• “Reset button” for new user experience testing

• Minimize publisher effort to support you (for now)

7. Launch

• (First: pass Publisher review)

• Quietly

• Provide incredible support

• Communicate personally with all new signups

• Fix issues quickly

• #1 most critical step - maximize your focus

• Bad launch = bad reviews = unhappy Publisher

8. Reviews and Ranking

• Ask for great reviews - Apptentive at 2:15pm!

• Ask for no bad reviews

• Measure and monitor - ChangeDetection.com

• Most marketplaces have no analytics

• Experiment to improve ranking

• Reviews

• Installs (maybe net installs)

• AMO (App Marketplace Optimization)

Keyword stuffing...

or market research?

9. Invest

• Spend social capital to get “featured”

• Spend $ to get promoted

• Advertise

• Content Marketing: Blog posts, videos, case studies

• Co-market and promote with Publisher

• Outsource production?

• More features?

• Careful! Feature work may be easy, but non-productive

10. Profit!

11. More Profit!

• Do it all again

• Faster, smarter, better next time

Resources

• https://docs.google.com/spreadsheet/ccc?key=0As25v1LSfTQodDNCamd6UjJralJtMDR1eVFPSU1YYWc#gid=3

• cooper@newrelic.com

• @coopermarcus

• http://meetme.so/cooper

• Share what you learn - let’s get better together